Unilever Launches Bold Sustainability Campaign in UAE to Inspire Eco-Friendly Consumer Habits

In partnership with LuLu and Emirates Nature-WWF, the initiative blends product savings with environmental impact to make green living mainstream

Unilever, the global consumer goods powerhouse, has unveiled a sweeping sustainability campaign across the UAE in a bid to reshape consumer behaviour, enhance brand engagement, and close the value-action gap between environmental concern and everyday action.

In collaboration with leading regional partners LuLu Hypermarket and Emirates Nature-WWF, Unilever Arabia’s initiative offers a compelling new take on sustainable living—making it both aspirational and accessible. By tying discounted product bundles to real-world environmental outcomes, such as mangrove restoration, the campaign bridges the gap between eco-conscious ideals and practical, everyday purchasing decisions.

Manan Gupta, General Manager of Unilever Arabia, emphasized that the campaign is rooted in the brand’s long-term sustainability vision and not just a one-off activation. “Our initiatives are not confined to the UAE,” Gupta said. “They are deeply embedded in our brands and operations across multiple markets. What we’re doing here reflects a wider commitment to reshaping how people interact with our products and the planet.”

A Greener Cart, A Greener Planet

At the heart of this campaign is a clear, measurable environmental impact. Each purchase of selected Unilever products contributes directly to mangrove planting efforts across the UAE—an essential move in combating climate change, preserving biodiversity, and protecting coastal ecosystems. These efforts are managed in collaboration with Emirates Nature-WWF, an organization known for its community-driven conservation efforts in the region.

Meanwhile, LuLu Hypermarket’s participation ensures that the sustainability drive is grounded in real consumer touchpoints. The campaign features in-store prompts, visual storytelling, and educational materials to subtly “nudge” customers toward more mindful choices—without overwhelming or guilt-tripping them.

Nudging the Norm

This behavioural change strategy is a key differentiator for Unilever. Rather than relying on abstract messaging or corporate social responsibility statements, the campaign engages consumers at the point of decision-making. In-store experiences and carefully crafted product placements encourage customers to make greener choices not out of obligation, but because it feels rewarding, modern, and impactful.

A Model for Regional Expansion

While the UAE is currently the campaign’s launchpad, Unilever has indicated its intent to replicate and scale this initiative across other Gulf and MENA markets. The fusion of commercial success with environmental value creation forms a strategic template for how major multinationals can lead sustainability efforts in high-growth regions.

As climate consciousness deepens across the Middle East, Unilever’s campaign serves as a timely reminder that sustainability need not come at the cost of convenience or affordability. Instead, it can be smart, stylish, and even fun—a reimagined way of shopping that just might change the world, one mangrove at a time.